摘要
II
本文以所服务的华泰保险公司为例，根据学习期间获得的相关战略管理，结
合华泰保险公司的经营现状，理论联系实际进行深入分析及论证，对中小保险公
司在经济新常态下的战略发展及战略选择具有一定的借鉴意义。首先，本文对战
略管理及中小保险公司的相关定义及概念进行梳理，对其发展历程、当前现状进
行阐述，并提出了当前中小保险公司存在的问题。接着用PEST模型及波特的五
力模型对宏观环境及行业竞争等外部因素进行了分析，得出中小保险公司在当前
的外部环境及行业竞争下，战略机遇伴随着行业挑战，机会与威胁并存。分析完
外部环境后，本文结合华泰保险内部发展现状及存在问题，运用VRIO分析方法
得出了华泰保险内部核心竞争力较为明显，自身实力的优势大于劣势。最后，根
据上述分析得出的结果，运用SWOT模型，确定了华泰保险应选择多种经营模
式作为最终战略方向，并就此方向对中小保险公司的发展领域选择、战略定位、
企业愿景、以及战略实施对策进行了逐一阐述。通过对中小保险公司发展战略的
理论及实际研究发现，各公司历史背景及发展实力各不相同，但可以通过科目的
战略管理理论来制定本公司的战略方向
关键词： 中小公司；华泰保险；发展战略
ABSTRACT
III
Abstract
Insurance relates to the long-term development of the country and is an
important part of the national economic system. When the risks occur, insurance can
effectively protect the rights and interests of consumers and reduce the impact on
social reproduction. Insurance can reduce social instability and reduce The emergence
of necessary social conflicts, safeguarding social stability and promoting long-term
sustainable economic development. The rapid development of the market economy in
our country provides an opportunity and basis for the rise of insurance companies,
especially for small and medium-sized insurance companies, and at the same time
enhances the market competitiveness of China's contemporary insurance industry.
Since 2014, the economic growth of our country has gradually slowed down and
entered a period of new normal development. The development of many industries is
slowing down and the competition is getting fiercer. Many industries are faced with
the transformation and upgrading. So is the insurance industry. The insurance industry
in China is facing Quantitative change to the critical stage of qualitative change. In
the long run, it is necessary for the insurance industry to be upgraded and upgraded.
On the basis of a steady growth rate, the quality of development should be further
enhanced and the standard of insurance services should be upgraded. Faced with the
new state requirements for insurance services, the insurance industry is facing new
opportunities for development and an urgent need for change. After the promulgation
of the new State 10, the insurance industry is undergoing tremendous changes.
Every insurance company needs to change its mode of development. In the current
phase, the better development of insurance has become crucial. To a certain extent, it
has determined the economic and social development, the insurance industry
Development has many meanings. Under the new economic normal, insurance
companies have gained a new understanding of the scale and speed of the
development of premiums. Many companies have dropped the weight of the
performance evaluation of premium KPIs. At the same time, the weight of assessment
ABSTRACT
IV
on the quality and effectiveness of the enterprises has been constantly increasing,
Have a stronger ability to resist economic risks. Under such a model, favorable
external conditions have been created for SMEs to further intervene in full
competition in the market. At the same time, this has provided time and space for the
transformation of small and medium-sized insurance companies in innovation and
development, structural optimization and management upgrading.
In 2007, Yuan Li published his views on China's small and medium-sized
insurance companies. They think China needs to pay more attention to the
development of small and medium-sized insurance companies. The role of small and
medium-sized insurance companies in the insurance market can not be ignored. At
present, the domestic and international situations have changed. China's small and
medium-sized insurance companies, Convergence, to enhance the degree of
specialization. In its opinion, supporting the development of small and medium-sized
companies provides opportunities for small and medium insurance companies. The
insurance industry needs to play an exemplary role and adopt a series of measures to
further enhance the standard of insurance services. At present, China's insurance
companies to develop business development strategies, often take a diversified
development approach to enhance the scale of enterprises, from a global perspective,
this development idea has been successful. However, small and medium-sized
insurance companies in China have their own particularities. When choosing a
development model, they need to fully consider the actual situation, which needs
further study.
Based on the relevant strategic management obtained during the study period and
the operation status of Huatai Insurance Company, the author makes an in-depth
analysis and demonstration based on the theory and practice, and analyzes the
strategic development of small and medium insurance companies under the new
economic normal and Strategic choice has some referential significance.First of all,
the author sorts out the related definitions and concepts of strategic management and
small and medium-sized insurance companies, elaborates the development course and
the present situation of the small and medium-sized insurance companies, and puts
ABSTRACT
V
forward the existing problems of the current small and medium insurance companies.
Then we use the PEST model and Porter's five forces model to analyze the external
factors such as the macro-environment and the industry competition. It concludes that
under the current external environment and industry competition, small and
medium-sized insurance companies are facing strategic challenges along with
industry challenges and opportunities and threats coexist . After analyzing the external
environment, the author combines the internal development status and existing
problems of Huatai Insurance, and finds out that Huatai Insurance's internal core
competitiveness is more obvious by using the VRIO analysis method. The advantage
of its own strength is greater than the disadvantage. Finally, based on the above
analysis results, using the SWOT model, it is determined that Huatai Insurance should
choose a variety of business models as the final strategic direction, and in this
direction, the choice of small and medium insurance companies in the field of
development, strategic positioning, corporate vision, and strategic implementation
The countermeasures were explained one by one.
Through the theoretical and practical research on the development strategy of
small and medium-sized insurance companies, this paper finds that the historical
background and development strength of each company are different, but the strategic
direction of the company can be formulated through the strategic management theory
of the subjects.
Key words: small and medium-sized companies; Huatai insurance; development
strategy。